This project was a ground-up redesign that I had complete creative control over. By looking at similar products in the marketplace I sketched up something bold and dynamic, playful but with some action and storytelling elements to it. I chose blue as the base color as it best represented the game theme, but used hits of orange to pop against it. I created the logo, hired the artist to illustrate based on my sketches and included the prerequisite product shot to inform consumers.

The brief for this game sated “give us something stylish but colorful, something that shows gameplay in a single glance and that will appeal to both children and adults.” Using the color palette of the game pieces I created this widow box which allowed the pieces to slide beneath the plastic demonstrating game play.

The Tetrapack was a challenge on every level – from the engineering of a new package closure system, through the design phase and finally working with a new type of Flexo printing. I was involved in every stage of this project’s production from concept to completion.

This line of children’s puzzles was designed to be eye-catching and instantly recognizable with a fun element breaking the front panel and sticking up above the top of the box. Since these and many other characters would be sharing shelf space together, it was imperative that there was a cohesive line look between all items. This proved to be a challenge with licensors regarding the breaks to their style guides. The fact that these all made it to shelf looking as good as they do is a huge triumph.

These expansion packs for the hugely popular Hedbanz game were the first in a series. Because the shape of the containers is very different than the core game, the challenge was to make sure they visibly related back to it as well as represented the theme of the elements inside. Visual clues were added to make each one unique , and the color palettes were customized to make them look aquatic (for the ocean game) or like a macaroni and cheese box (for the food game).

The challenge here was in how to create something bold and exciting in a market space where numerous versions of the same game already exist. And to make it look premium despite the fact that it was a value version. The answer was to go for something sleek and futuristic, leaning on recognizable sports iconography with a technological edge.

This is a product line redesign for the Gold (Premium) line of infant formula products. The goal was to retain recognizable elements such as branding icons and stage colors while creating a new and vibrant series of packages to catch the eye. The stage colors for each were long established, but the swirls added an element that set them apart from the competition on shelf. The design was adapted to be printed on tin plate (shown) as well as cardboard and plastic containers.

This design required a break in the existing style guide in order to best show off the game theme and really market it with strong character presence. Certain aspects of the guide were retained where possible, but the choice to have a custom illustration front-and-center and the product shot reduced to a corner spot really helped to make this stand out in the retail space. I designed the logo and hired a contractor to create the illustration based on my sketches.

This was a series of games created during the height of the Friends revival. The biggest challenge with these was appeasing both the licensor, who did not want to show images of the characters, and the marketing department, who insisted on showing them. The solution? Put the characters on the game components and show those on the packages. The highlight of the Friends Experience Exhibit for me was when I got to the gift shop and none of these were there. Because they had sold out.

These unique 3D puzzles had to be marketed in a way that both showed the unique style guide for each license but also tied them all together as a product line. Keeping similar architecture and a bold central logo helped with that. This launched a line that spanned several other licenses.

At the height of the Baby Shark craze every retailer wanted Baby Shark items for their store. The issue was that the licensor’s brand guide was flexible allowing different buyers to make different design requests. Sometimes we are not able to create line looks across a brand because the needs of the retailers supersede those of the graphics team. In this case, the above items were all approved by the licensor but did not appear at retail together.

The package for the Perplexus Portal was a unique design - an open box to show as much of the item as possible (a transparent puzzle sphere) while still holding the item safely in place. And allowing for enough surface area for all instructions, warnings and cross-marketing to appear. In addition to the design I created the Portal logo.